As the world’s biggest sporting spectacle returns to American soil after more than three decades, Brand USA has launched “America the Beautiful Game,” a dedicated trip-planning hub designed to help football fans turn the 2026 FIFA World Cup into a deeper, nationwide travel experience.
Unveiled in Washington, D.C., the new digital platform—live at AmericaTheBeautiful.com/Football—invites global travellers to explore the United States before, during and after the tournament, connecting matchday excitement with culture, cuisine, road trips and iconic destinations beyond the stadium gates.
The initiative arrives at a symbolic moment. The World Cup will coincide with America 250, marking the 250th anniversary of the United States. In response, Brand USA is spotlighting 250 things to do across the country, with this edition focusing on the Beautiful Game—curating 50 standout experiences across the 11 U.S. host cities and surrounding regions.
Football Meets the Ultimate USA Holiday
“The United States offers unmatched experiences for football fans both on and off the pitch,” said Fred Dixon, President and CEO of Brand USA. “The 2026 FIFA World Cup is an opportunity to combine the love of the sport with the ultimate USA holiday. We want fans to come early, stay longer, and discover the iconic destinations that make America unique.”
At the heart of the platform is an intuitive mix of things to see and do, local food highlights, cultural attractions, and a first wave of AI-powered road trip itineraries linking host cities with nearby destinations—encouraging visitors to explore well beyond match venues.
Eleven Host Cities, Countless Experiences
Each U.S. host city brings its own sporting heritage and cultural personality to the tournament.
- Atlanta, hosting eight matches including a semi-final, blends stadium tours at Mercedes-Benz Stadium with local flavour—from lemon pepper wings to interactive exhibits at the World of Coca-Cola—while community projects like StationSoccer turn transit stops into football pitches.
- Boston, set for seven matches including a quarter-final, celebrates its deep-rooted sports culture through landmarks such as Boston Common, historic pubs, and the Museum of Sports at TD Garden.
- Dallas, the busiest host city with nine matches and a semi-final, pairs iconic venues like AT&T Stadium and the National Soccer Hall of Fame with Texas-sized culinary and arts experiences.
- Houston offers a multicultural twist, with downtown promenades, public art installations themed around football, and local culinary mashups that reflect the city’s global DNA.
- Kansas City, a rising football capital, highlights women’s sports leadership at CPKC Stadium alongside barbecue culture and a free streetcar linking major fan zones.
- Los Angeles, host of the opening match, delivers a cinematic mix of legendary venues—from the LA Memorial Coliseum to SoFi Stadium—plus one of the most diverse football bar scenes in the country.
- Miami, hosting seven matches including the bronze final, blends street art, contemporary museums and beachfront energy, with Lionel Messi-inspired murals and new mixed-use developments opening in time for the tournament.
- New York/New Jersey, the site of the championship match, anchors the World Cup with large-scale fan festivals at Rockefeller Center and Liberty State Park, alongside a dense network of football pubs reflecting the city’s global fan base.
- Philadelphia, steeped in sporting tradition, offers behind-the-scenes stadium tours, Michelin-recognised dining and a strong women’s sports culture.
- San Francisco Bay Area merges innovation and creativity, with public art trails, technology-driven experiences and niche football bars celebrating inclusivity and women’s sports.
- Seattle, framed by mountains and water, combines iconic attractions like Pike Place Market and the Space Needle with new urban trails designed to connect fans across the city.
Road Trips, Culture and Connection
A defining feature of America the Beautiful Game is its emphasis on road travel, positioning the World Cup as a gateway to regional exploration. From coastal drives and national parks to historic towns and culinary corridors, the hub encourages fans to discover the diversity of the U.S. at their own pace.
With team base camps and training locations set to be announced closer to kickoff, Brand USA expects interest in secondary destinations to grow—spreading the economic and cultural impact of the tournament far beyond host cities.
A Global Invitation
By blending football with storytelling, heritage and travel inspiration, Brand USA is reframing the 2026 FIFA World Cup as more than a sporting event—it’s a once-in-a-generation invitation to experience the United States in all its scale and diversity.
For travellers planning their World Cup journey, America the Beautiful Game offers a clear message: the matches may last 90 minutes, but the memories can span a continent.
